Intimissimi vs Etam Competition in China Market Expansion

If you're into lingerie and fashion trends, you’ve probably heard of Intimissimi and Etam. These two European brands have been going head-to-head in one of the most competitive markets out there: China. But who’s really winning? Let’s break it down with real data, local strategies, and what actual shoppers are saying.

First, a quick intro. Intimissimi, born in Italy under Calzedonia Group, leans into romantic, soft aesthetics. Etam, the French powerhouse, has over 60 years of heritage and pushes bold styles with mass appeal. Both entered China hoping to capture the rising demand for mid-to-premium intimate apparel — a market now worth $28 billion annually (Statista, 2023), growing at 7.3% CAGR.

But here's the twist: popularity doesn't always equal profit. While Intimissimi opened 40+ stores in tier-1 cities like Shanghai and Beijing, their foot traffic hasn't matched expectations. Why? Because they underestimated local taste. Chinese consumers prefer lighter fabrics, smaller cup sizes, and tech-integrated designs — think moisture-wicking materials and seamless cuts. Intimissimi’s heavy lace and padded styles? Not trending.

Enter Etam. They didn’t just enter China — they adapted. Partnering with Alibaba’s Tmall, launching WeChat mini-programs, and co-designing collections with local influencers helped them gain traction fast. In 2023, Etam reported ¥1.2 billion RMB (~$167M) in mainland revenue, a 22% YoY jump. Meanwhile, Intimissimi’s China sales grew only 6%, according to internal leaks.

Let’s look at the numbers:

See the gap? Etam isn’t just selling bras — they’re building community. Their “Body Positivity x Chinese Beauty Standards” campaign went viral last year, earning praise from feminists and fashionistas alike. Intimissimi? Still posting Euro-centric models that don’t resonate locally.

Another key difference: omnichannel strategy. Etam uses AI-driven fitting tools on its app, offers same-day delivery in 15 cities, and integrates offline loyalty points with online accounts. Intimissimi’s tech? Basic e-commerce with no personalization.

So, who should you bet on? If you're a shopper wanting trendy, inclusive fits — go Etam. If you love classic Italian elegance and don’t mind limited size ranges, Intimissimi works. But for market impact and long-term growth in China? Etam is clearly leading.

In short: localization wins. Global charm helps, but understanding local bodies, behaviors, and digital habits seals the deal. And right now, Etam is doing exactly that — while Intimissimi plays catch-up.